When asked who their customer is, aspiring entrepreneurs often say “anyone”. This could not be further from the truth. This free online course will help you understand how you can use primary and secondary research, to identify the right customer and design engagement strategies to attract and retain them.

Understand the data and discover your customer

This course will introduce you to how, where and why to gather data and how to use it to create customer personas and marketing strategies.

We will help you understand how to develop market analysis strategies and show you how to develop a marketing strategy to guide you towards implementation.

By the end of the course, you will understand:

who your customer is;

how to use data to identify and profile your customer;

how to uncover the reasons why they buy;

and how to develop profiles and personas for your customer.

Get expert online business advice

This course is one of four in the Online Business Success program from RMIT University. On every course, you will be guided by academics from the College of Business and the Business Enterprise Unit. Plus you’ll hear from successful online entrepreneurs about how they targeted the most valuable customers for their business.

This course is targeted at learners who have a small business or are considering setting up an online business and wish to understand the principles of market analysis and customer profiling, through a series of examples, learning theory and activities.

MOOCs stand for Massive Open Online Courses. These arefree online courses from universities around the world (eg. StanfordHarvardMIT) offered to anyone with an internet connection.

How do I register?

To register for a course, click on "Go to Class" button on the course page. This will take you to the providers website where you can register for the course.

How do these MOOCs or free online courses work?

MOOCs are designed for an online audience, teaching primarily through short (5-20 min.) pre recorded video lectures, that you watch on weekly schedule when convenient for you. They also have student discussion forums, homework/assignments, and online quizzes or exams.